American Express

Service design strategy

Project: Understand customer’s attitudes toward customer service through different channels to empower multiple internal stakeholders to design and deliver differentiated services.

As Principal in Continuum’s Digital and Service Design practice, our client, a major financial services company, realized that their ability to mine data and use it to create targeted experiences was only taking them so far. We worked together to understand customer needs, behaviors and attitudes toward customer service through different channels in order to better respond to their needs and desires. We then created a toolkit that could be used by multiple groups within the company to create and deliver differentiated service treatments and create great customer experiences. 

Activities: Contextual inquiry, customer personas, service shadowing, service delivery toolkit.

 

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